https://www.um.edu.mt/library/oar/handle/123456789/5916 2026-04-11T11:30:20Z https://www.um.edu.mt/library/oar/handle/123456789/101212 Title: Situation analysis and integrated marketing communications plan : MONSOON, opening new markets in China Abstract: This paper is based on an analysis of the China women's apparel market and is designed to establish the basis for an integrated marketing communications plan for MONSOON, a UK-based clothing retailer exploring options for opening stores in the China market. MONSOON currently does not operate in China but the size and growth of this market is very attractive to the company. The apparel market in China is growing quickly as people's living standard has improved and consumers have greater disposable incomes and are more fashion-conscious. National and international apparel companies have already entered the market and many have already built strong brands. Competition among clothing designers, manufacturers and distributors in China is intense, A long history and unique culture gives Chinese people different characteristics from those in other countries - even others in Asia. Political, legal and regulation situations need to be carefully considered in building a viable business plan for MONSOON. Even though the Chinese government has an open attitude towards clothing brands, MONSOON must be careful about their product designs and marketing plans if it is to profit from the venture. As a new brand, MONSOON's communication objectives are to build brand awareness, establish a good brand personality and gain customer loyalty. The IMC plan covers product selection, pricing, promotion and distribution strategies to help MONSOON enter the China market successfully. Description: M.A.INT.MARKETING COMM. 2013-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/101210 Title: Healthy fast food IMC plan Abstract: Introduction. Malta is facing an obesity epidemic which is estimated to cost €20 million annually in state medical expense alone. International reports have projected that the costs related to obesity will double by 2050 unless an effective and immediate action is taken to curb and reverse the current trend. The Health Promotion Directorate is tasked to reverse this obesity trend. Target market. This proposed IMC plan aims to curb and reverse the growing proportion of overweight and obesity among hectic schoolers. The hectic schoolers target market has been narrowed down to students, 15-17 years of age, with a hectic and on-the-go lifestyle, having little to scarce time and looking to consume (outside of home) food that is convenient, good value for money, social, and that satisfies their own appetite and healthy/nutritional needs. The hectic schoolers segment was selected as the target market for this campaign based on the rising obesity level and purchasing power present in this market. The fact that no past promotional campaign had ever specifically addressed this target market, made it even more urgent to tackle it. Marketing Objectives. The situational analysis outlines two marketing objectives to counter the rising obesity level among hectic schoolers. (1) Position healthy food in hectic schoolers' minds as an alternative type of fast food and being considered as part of their elective list by end of 2014. (2) By 2,014, establish an informal bottom-up distribution network where the healthy fast food concept is distributed to hectic schoolers. By effectively achieving the above two marketing objectives, hectic schoolers' intention toward healthy fast food would so increase that if the industry is receptive, it would have to start properly catering this new demand of healthy fast food. At the same time, the government would probably incentivise new start-ups interested in this new business model, and adopt a sin/fat tax on unhealthy food, in order to make healthy food more available and accessible to hectic schoolers (and other target groups). Communication Objectives. Translating marketing objectives in terms of specific communication objectives and tasks yields six main objectives tackling the hectic schoolers target market: (1) Create awareness among 90%, (2) Increase knowledge among 70%, (3) Liking - create positive feelings among 40%, (4) Increase preference among 20%, (5) Instil conviction among 10%, and (6) Increasing adoption of healthy eating behaviour among 5%. Marketing strategy. By using a concentrated marketing strategy and pulsing media strategy, this IMC program aims to capture a large share of this market. Rather than dictating and conveying top-down information, this IMC program aims to instil a social movement in stakeholders; where content is more created and distributed by the stakeholders themselves – a user generated content (UGC) and user-to-user (U2U) campaign - making the content more relevant, approachable and diffused in order to achieve the marketing objectives. Branding and positioning. The competitive analysis outlined that the point-of-parities of the fast food industry are convenience and good value. What these consumers also seek out are the satisfaction of one's appetite and hunger, and that sharing food is meaningful. Thus both branding and positioning messages should revolve around. 1. Convenience - Hectic schoolers are busy and 'on-the-go' consumers that place a premium on convenience and highly favour ready and quickly made food. . Good value for money - Hectic schoolers are still on the lookout for good value for money (cheap food that is satiating and convenient) 3. Sharing is meaningful - Hectic schoolers place importance in food that one can share or eat together with friends anywhere and everywhere. 4. Satisfying one's appetite. This target market seek to satisfy their appetite (not only hunger) when purchasing fast food. 5 The sustainable competitive advantage that the Healthy Promotion Directorate owns is its health and nutritional know-how. Thus, the added benefit that needs to positioned together with the previous four is (5) Healthy. Primary research conclusions. Primary research concluded that (1) intention does predict behaviour, (2) attitude is a predictor of intention, (3) healthy eating is a priority for hectic schoolers, and that (4) the established key benefits are relevant to the target market, making the proposed IMC campaign more robust and effective. Description: M.A.INT.MARKETING COMM. 2012-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/101209 Title: The businessman's tablet Abstract: In the wake of Apple's unbound success, firms from all areas of the consumer electronics industry are delving into the tablet PC market, but many of these entrants have underestimated the importance of innovation, and fallen into a homogenous slough of tablet offerings. Achieving product differentiation has been laborious and unyielding for the tablet makers, until now. Microsoft, creator of the Surface Tablet PC has accepted the product differentiation challenge, two years after the modem tablet category's inception, and produced a tablet PC suitable for enterprise solutions, rather than media consumption. In order to avoid the difficult barriers to entry erected by Apple, the Microsoft Surface is aimed at a consumer segment seeking starkly different product benefits. To properly assess the consumer segment, a qualitative research study was undertaken. The objective of this study was to properly understand the Surface's prospective customers and their purchase behaviors so that marketing communications can be more effectively segmented, targeted, and positioned. The study examines the type and depth of consumers' product perceptions, and product research and purchase behaviors. The study findings, in combination with findings from secondary research describe a desirable consumer segment, made up of affluent, older businesspeople that currently lack knowledge of the tablet's enterprise capabilities but are open to learning about and utilizing a Microsoft tablet in the workplace. Market and media strategy were developed to effectively position the Surface as an elegant, professional, and, accomplished symbol of its owner. The Apple iPad and the HP Ultrabook Folio make up the Surface's competitive frame of reference. Marketing initiatives embrace its productive nature, enterprise-centric design, and ability to harmoniously integrate multiple devices into one. Integrated marketing communications combine each tool to create supplemental benefits atop traditional advertising through unified brand image, a multipronged touch-point strategy, and greater rewards from individual marketing initiatives. Description: M.A.INT.MARKETING COMM. 2012-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/101206 Title: Integrated marketing communications plan for Brevard College Abstract: The paper provides an integrated marketing communications plan for Brevard College. The plan is mapped out by first analyzing the current situation in the colleges and universities industry. This is used to understand the current situation in the market. Next, the category for Brevard College is considered in terms of economics, marketing, and new direction for the category, which is followed by current trends in the colleges and universities industry. The paper continues to consider the primary and generic competition for Brevard College. Competition is followed by environmental factors affecting the industry including economic forces, social and cultural issues, political, legal, and regulatory forces, and technological issues. The paper continues with organizational information including background, sales, market segmentation, review of marketing program, and analysis of promotional program of Brevard College. This is followed by consumer behavior analysis to understand the motives of the target market. The paper carries on with primary research, which helps to understand factors affecting students' decision to attend or not to attend Brevard College. This is followed by communication objectives, target markets for communications, and product positioning. Budget for promotional efforts is considered and set to guide the planning process for promotional efforts. Next, the paper moves to the integrated marketing communications program. This discusses the promotional efforts including advertising, direct marketing, internet marketing, public relations/publicity, and personal selling. Implementation timetable follows the integrated marketing communications efforts. The plan is concluded by a plan on how to measure the effectiveness of the integrated marketing communications program. Description: M.A.INT.MARKETING COMM. 2012-01-01T00:00:00Z